Suman Saha's Key Ideas from Start with why
by Simon Sinek

The assumptions we make have a significant impact on our actions. Looking at the bigger picture and considering your end result when planning will lead to better long-term results.

Sinek also uses this metaphor when talking about leadership. He describes two types of leader:

1. Those who manipulate circumstances to reach their end result.
2. Those who have their end result and potential issues in mind from the beginning.

In Start with Why, Sinek introduces a new concept called The Golden Circle. The Golden Circle is formed of three parts: ‘Why,’ ‘How’ and ‘What.’

1. What: The What of a company relates to the product that a company provides. The What of a company is the outer layer of the circle.
2. How: The How of a company relates to the approaches a company adopts. Other terms used for the How of a company are the differentiating value proposition or a unique selling point.
3. Why: It is the inner core of the golden circle- try to ask these -

• Why does your company exist?
• Why should anyone care?

A most successful company starts with WHY (from the core of the golden circle) but the others start with what (just like - if you buy this you will get this specification).

The best example can be Apple - Firstly, Apple provides a strong and clear ‘Why’: challenge the status quo and empower the individual. This ‘Why’ is repeated in all they say and do, plus in their products. This clear message helps Apple to beat its competitors.

The What level is directly related to our neocortex. The neocortex is a brain area specialized for rational and analytical thought and language. That said, the neocortex does not drive behavior. Instead, it merely allows us to consider vast amounts of data.

The How and Why of The Golden Circle are both associated with the limbic brain, which is specialized for feelings like trust and loyalty. This area of the brain is responsible for all human behavior and decision-making.

Thus if you start with why you will be directly connecting with the limbic brain and there will be better decision making.

Any worker or individual can have the energy to motivate people. But, the most important thing to becoming a great leader is to be charismatic. Charisma is a skill that inspires people around you. This charisma is tied to a leader’s Why. They have a belief in a greater purpose than themselves when they are considering their organization.

'How leaders' can be successful. They are rarely the individuals(Bill Gates) who will become billionaires that create products that change the world. Although the Why has a higher ceiling of potential, a Why still needs a How behind them to become successful.

When a company is small, the founder heavily influences its image. The founder will have a substantial amount of direct contact with their consumers. 

That said, as the company grows, the leader’s role changes. They will no longer be the most vocal part of the organization. They will instead become the source of the organization’s message.

As leaders, we must learn how to create tangible things through metaphors, imagery, and analogies. This is what a company’s marketing strategy should focus on: utilizing symbols to show the world the company’s message.